In a world where digital often dominates, Out-of-Home (OOH) advertising continues to prove its power in bringing people together and driving meaningful engagement. During a session at Mindshare Huddle 2024, the Ocean outdoor team, alongside decorated athletes, explored the impact of sporting partnerships, fan activations, and the role of OOH in fostering inclusivity.

From the Olympics and Paralympics to Special Olympics GB and Deaflympics GB, Ocean has been leveraging large-format screens and immersive fan zones to connect brands, audiences, and sporting moments. The discussion revealed how OOH advertising transforms public spaces into shared experiences, creating a lasting impression beyond traditional media.

Fan zones: Turning spaces into places

One of the key themes from the session was the evolution of Ocean’s fan zones—nationwide activations designed to bring sports to life for the public. These weren’t just screens and seating areas; they were vibrant brand activations in high-footfall locations, carefully curated to engage audiences and foster community spirit.

In 2024, Ocean expanded its partnerships to include Deaflympics GB, a largely unfunded organisation, furthering its commitment to elevating underrepresented sports. The success of these initiatives was evident from Ocean’s research, which highlighted the power of fan zones in driving awareness, engagement, and even behavioural change.

Key research findings:

47% of fan zone visitors had never been to the location before, demonstrating the ability of OOH activations to attract new audiences.
60% valued the official status of the fan zones, reinforcing that authenticity in partnerships matters.
30% of attendees were more likely to consider purchasing from brands seen in the fan zones.
75% of visitors reported an increased understanding of inclusive sports, proving that these experiences can shape perceptions and drive social change.
39% of individuals with disabilities felt inspired to start participating in sports after visiting a Paralympic fan zone.

According to Ocean, these insights reaffirm that OOH is more than just a visual medium—it’s a driver of action, engagement, and community building.

Athletes’ Perspectives: The Role of Sport & Visibility

The session featured insights from Blaine Hunt (C5 Para Cyclist) and Sophie Capewell (Track Cyclist & Team GB Olympic Champion), both of whom shared their journeys and perspectives on the power of sport, visibility, and inclusivity.

Blaine’s entry into para-cycling was serendipitous—he didn’t even realise he was eligible for the sport until a chance conversation at a cycling event. He emphasised how lack of visibility prevents many potential athletes from discovering opportunities.

“I feel like I missed 10 years of my life because I didn’t see that I could be part of this. If I had seen para-athletes on TV more often, I would have started much earlier.”

His experience underscores why consistent representation in media and advertising is crucial – not just during the Paralympics, but year-round.

Sophie grew up in a sporting family, with her father competing in the Atlanta and Sydney Paralympics. Unlike today, funding and infrastructure for para-sports was almost non-existent back then. Seeing how far things have come, she highlighted the importance of continued progress in making sport more accessible and visible.

Both athletes agreed that sport has a transformative effect, not just for elite athletes, but for everyday people seeking community, purpose, and joy.

A major takeaway from the discussion was the responsibility of brands and advertisers in shaping an inclusive future.

How can brands and advertisers support inclusive sport?

Year-Round Representation – Paralympic and women’s sports should not only be promoted during major events. Regular exposure is key.
Authentic Partnerships – Fan zones and sponsorships should be more than just marketing exercises; they should add real value to communities.
Diverse Storytelling – Athletes have powerful stories that resonate with people. Brands should leverage these stories beyond medal moments.
Accessibility in Activations – Events should be designed with accessibility in mind, ensuring everyone can participate and engage.

Blaine Hunt put it best:

“It shouldn’t just be every four years that we get a platform. Brands need to ask themselves—are we being truly inclusive, or are we just showing up when it’s convenient?”

The panel agreed that with the Paris 2024 Olympic and Paralympic Games still fresh in people’s minds, the conversation doesn’t stop here. Brands, advertisers, and media professionals have an opportunity—and a responsibility—to drive meaningful change in the way sport is represented and supported.

As Ocean’s research has shown, when done right, OOH can inspire, connect, and transform audiences. It’s time to think beyond the billboard and into the real world of possibilities.

As we look ahead to future sporting moments, the challenge for brands and advertisers is clear: how can we keep the momentum going and ensure that inclusive, impactful storytelling remains at the heart of what we do?

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Cannes Lions Media Network of the Year 2023